Analysis of the Implementation of E-Marketing Strategies in Micro, Small, and Medium Enterprises (MSMEs) in Medan City
Keywords:
Marketing Strategy, E-marketing, MSMEs, Medan
Abstract
This study aims to analyze the implementation of e-marketing strategies by Micro, Small, and Medium Enterprises (MSMEs) in Medan, focusing on the food and beverage sector. The development of technology, particularly social media and other digital platforms, has provided opportunities for MSMEs to develop efficient and affordable marketing strategies. The research method employed in this study is descriptive qualitative, with primary data collected through in-depth interviews, focus group discussions (FGD), and direct observations, as well as secondary data obtained from the literature and official sources. The results show that the majority of MSME entrepreneurs in Medan have utilized social media platforms such as Facebook and Instagram, messaging applications such as WhatsApp, and online marketplaces such as Shopee to promote their products. The use of social media has proven to be effective in increasing product visibility at a lower cost than traditional marketing. However, some MSMEs are yet to optimize the use of marketplaces and food delivery applications because of the limited understanding of digital technology. The success of e-marketing implementation depends heavily on the technological readiness and capability of MSME entrepreneurs to leverage digital platforms. This study suggests the need to enhance digital literacy and provide technical training to MSME entrepreneurs to maximize the potential of digital marketing, thereby improving their competitiveness and marketing performance.
References
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Hardilawati, W., Farhanidhya, N., & Hinggo, H. (2023). The effect of market orientation, e-commerce, and product innovation on marketing performance in msmes culinary sector. Jurnal Manajemen Teknologi, 22(2), 168-181. https://doi.org/10.12695/jmt.2023.22.2.4
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Napitupulu, D., Syafrullah, M., Rahim, R., Abdullah, D., & Setiawan, M. (2018). Analysis of user readiness toward ict usage at small medium enterprise in south tangerang. Journal of Physics Conference Series, 1007, 012042. https://doi.org/10.1088/1742-6596/1007/1/012042
Nikunen, T., Saarela, M., Oikarinen, E., Muhos, M., & Isohella, L. (2017). Micro-enterprises’ digital marketing tools for building customer relationships. Management, 171-188. https://doi.org/10.26493/1854-4231.12.171-188
Öztamur, D., & Karakadılar, İ. S. (2014). Exploring the role of social media for SMEs: as a new marketing strategy tool for the firm performance perspective. Procedia-Social and behavioral sciences, 150, 511-520.
Pandya, D., Kumar, G., & Singh, S. (2023). Aligning sustainability goals of industrial operations and marketing in industry 4.0 environment for msmes in an emerging economy. Journal of Business and Industrial Marketing, 39(3), 581-602. https://doi.org/10.1108/jbim-04-2022-0183
Rachmawati, M. (2024). The use of digitalization of information in developing digital marketing for msmes. EIJOMS, 1(1). https://doi.org/10.69726/eijoms.v1i1.8
Rafiuddin, M., Ramadhan, D., & Azizah, S. (2024). Halal certification for msmes: navigating perceptions and implementations through the lens of maslahah mursalah. Muttaqien Indonesian Journal of Multidiciplinary Islamic Studies, 5(2), 135-151. https://doi.org/10.52593/mtq.05.2.03
Smith, B. (2003). Success and failure in marketing strategy making: results of an empirical study across medical markets. Journal of Medical Marketing Device Diagnostic and Pharmaceutical Marketing, 3(4), 287-315. https://doi.org/10.1057/palgrave.jmm.5040132
Stanton, William J. 2005. Prinsip Pemasaran. Cetakan Ketujuh. Jakarta : Penerbit Erlangga.
Sugiharto, B. (2024). The role of e-commerce for msmes as a digital marketing strategy in facing industrial revolution 4.0. PRODUCTIVITY, 1(1), 99-107. https://doi.org/10.62207/80ndq458
Sugiyono. 2011. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Afabeta
Sujinny, S., Loo, P., & Nasution, L. (2024). The role of people's business credit (kur) and the use of e-marketing for the development of msmes in medan deli district in medan city. Dinasti International Journal of Economics Finance & Accounting, 5(1), 233-243. https://doi.org/10.38035/dijefa.v5i1.2513
Supriyati, S., Suharman, H., & Supriadi, T. (2023). Business strategy and use of information technology toward asean msmes performance in the post-pandemic crisis. Journal of Eastern European and Central Asian Research (Jeecar), 10(5), 886-897. https://doi.org/10.15549/jeecar.v10i5.1438
Supriyono, M., Parluhutan, Y., Wicaksana, T., Indradewa, R., Pusaka, S., & Hamdi, E. (2022). Marketing, operational, and human capital planning: repair service business in indonesia, "fix and clean". International Journal of Research Publication and Reviews, 4419-4429. https://doi.org/10.55248/gengpi.2022.3.6.50
Yunis, M., El-Kassar, A., & Tarhini, A. (2017). Impact of ict-based innovations on organizational performance. Journal of Enterprise Information Management, 30(1), 122-141. https://doi.org/10.1108/jeim-01-2016-0040
Anggraeni, L. 2018. 130 Juta Penduduk Indonesia Sudah Pakai Medsos. https://www.medcom.id/teknologi/news-teknologi/0k8L1edk-130-juta-penduduk-indonesia-sudah-pakai-medsos
Aziz, M., Nurhayati, P., Yudha, A., & Annisa, N. (2022). E-marketing usage as an increase in competitive advantage through product innovation and marketing performance (survey on msmes in central java). Journal of Business Management Review, 3(5), 400-414. https://doi.org/10.47153/jbmr35.3722022
Bordonaba‐Juste, V., Lucia‐Palacios, L., & Polo‐Redondo, Y. (2012). The influence of organizational factors on e‐business use: analysis of firm size. Marketing Intelligence & Planning, 30(2), 212-229. https://doi.org/10.1108/02634501211211984
Chikerema, L. and Makanyeza, C. (2021). Enhancing the performance of micro‐enterprises through market orientation: evidence from harare, zimbabwe. Global Business and Organizational Excellence, 40(3), 6-19. https://doi.org/10.1002/joe.22075
Davis, C. D., Hills, G. E., & LaForge, R. W. (1985). The marketing/small enterprise paradox: a research agenda. International small business journal, 3(3), 31-42.
Gherhes, C., Williams, N., Vorley, T., & Vasconcelos, A. (2016). Distinguishing micro-businesses from smes: a systematic review of growth constraints. Journal of Small Business and Enterprise Development, 23(4), 939-963. https://doi.org/10.1108/jsbed-05-2016-0075
Hafsawati, H. (2022). Pemanfaatan digital marketing dalam pengembangan usaha bagi umkm di kecamatan kraksaan kabupaten probolinggo. J-Mas (Jurnal Manajemen Dan Sains), 7(1), 208. https://doi.org/10.33087/jmas.v7i1.347
Hardilawati, W., Farhanidhya, N., & Hinggo, H. (2023). The effect of market orientation, e-commerce, and product innovation on marketing performance in msmes culinary sector. Jurnal Manajemen Teknologi, 22(2), 168-181. https://doi.org/10.12695/jmt.2023.22.2.4
Hidayat, T. and Nurcahyo, R. Survival strategy of smes in dealing with covid-19 pandemic: a study from indonesian smes.. https://doi.org/10.46254/an12.20220089
http://www.depkop.go.id/ diakses pada 5 Februari 2020
https://katadata.co.id/ diakses pada 10 Februari 2020
Kadaba, M., Aithal, P., & Sharma, K. (2022). Role of mudra in promoting smes/mse, msmes, and allied agriculture sector in the rural and urban area- to achieve 5 trillion economy. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4137480
Kasemsap, K. (2015). The role of marketing strategies in modern business and society., 274-300. https://doi.org/10.4018/978-1-4666-8219-1.ch015
Khakim, L. and Firmansyah, A. (2023). Strengthening the existing indonesian government policies related to msmes to be sustainable. Inclusive Society and Sustainability Studies, 3(2), 17-28. https://doi.org/10.31098/issues.v3i2.1965
Khotijah, Siti. 2004. Smart Strategy of Marketing Persaingan Pasar Global. Bandung: CV Alfabeta.
Kotler, Philip and Kevin Lane Keller 2007. Manajemen Pemasaran. Jilid I. Edisi Kedua belas. Jakarta : Erlangga.
Kotler, Philip and Kevin Lane. 2009. Manajemen Pemasaran. Edisi Ketiga Belas. Jakarta PT. Indeks.
Kotler, Philip, Kartajaya, Setiawan. 2019. Marketing 4.0 Bergerak dari Tradisonal ke Digital. Jakarta : PT. Gramedia Pustaka Utama.
Kumar, S., Swarnakar, V., Phanden, R., Antony, J., Jayaraman, R., & Khanduja, D. (2023). Analyzing critical success factors of lean six sigma for implementation in indian manufacturing msmes using best-worst method. Benchmarking an International Journal, 31(9), 2960-2983. https://doi.org/10.1108/bij-08-2022-0540
Manap, H. Abdul. 2016, Revolusi Manajemen Pemasaran. Jakarta: Mitra Wacana Media
Mas’ud, A., Nurfadhilah, N., Tijjang, B., & Ali, R. (2022). The role of e-business adoption towards improving msme performance in parepare city. Hasanuddin Economics and Business Review, 5(3), 59. https://doi.org/10.26487/hebr.v5i3.3403
Mugiati, M. (2024). The effect of people's bussines credit (kur) pt. papua regional development bank sentani branchtoward micro small and medium enterprises (msmes) in jayapura district. International Journal of Accounting & Finance in Asia Pasific, 7(1), 33-45. https://doi.org/10.32535/ijafap.v7i1.2880
Napitupulu, D., Syafrullah, M., Rahim, R., Abdullah, D., & Setiawan, M. (2018). Analysis of user readiness toward ict usage at small medium enterprise in south tangerang. Journal of Physics Conference Series, 1007, 012042. https://doi.org/10.1088/1742-6596/1007/1/012042
Nikunen, T., Saarela, M., Oikarinen, E., Muhos, M., & Isohella, L. (2017). Micro-enterprises’ digital marketing tools for building customer relationships. Management, 171-188. https://doi.org/10.26493/1854-4231.12.171-188
Öztamur, D., & Karakadılar, İ. S. (2014). Exploring the role of social media for SMEs: as a new marketing strategy tool for the firm performance perspective. Procedia-Social and behavioral sciences, 150, 511-520.
Pandya, D., Kumar, G., & Singh, S. (2023). Aligning sustainability goals of industrial operations and marketing in industry 4.0 environment for msmes in an emerging economy. Journal of Business and Industrial Marketing, 39(3), 581-602. https://doi.org/10.1108/jbim-04-2022-0183
Rachmawati, M. (2024). The use of digitalization of information in developing digital marketing for msmes. EIJOMS, 1(1). https://doi.org/10.69726/eijoms.v1i1.8
Rafiuddin, M., Ramadhan, D., & Azizah, S. (2024). Halal certification for msmes: navigating perceptions and implementations through the lens of maslahah mursalah. Muttaqien Indonesian Journal of Multidiciplinary Islamic Studies, 5(2), 135-151. https://doi.org/10.52593/mtq.05.2.03
Smith, B. (2003). Success and failure in marketing strategy making: results of an empirical study across medical markets. Journal of Medical Marketing Device Diagnostic and Pharmaceutical Marketing, 3(4), 287-315. https://doi.org/10.1057/palgrave.jmm.5040132
Stanton, William J. 2005. Prinsip Pemasaran. Cetakan Ketujuh. Jakarta : Penerbit Erlangga.
Sugiharto, B. (2024). The role of e-commerce for msmes as a digital marketing strategy in facing industrial revolution 4.0. PRODUCTIVITY, 1(1), 99-107. https://doi.org/10.62207/80ndq458
Sugiyono. 2011. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Afabeta
Sujinny, S., Loo, P., & Nasution, L. (2024). The role of people's business credit (kur) and the use of e-marketing for the development of msmes in medan deli district in medan city. Dinasti International Journal of Economics Finance & Accounting, 5(1), 233-243. https://doi.org/10.38035/dijefa.v5i1.2513
Supriyati, S., Suharman, H., & Supriadi, T. (2023). Business strategy and use of information technology toward asean msmes performance in the post-pandemic crisis. Journal of Eastern European and Central Asian Research (Jeecar), 10(5), 886-897. https://doi.org/10.15549/jeecar.v10i5.1438
Supriyono, M., Parluhutan, Y., Wicaksana, T., Indradewa, R., Pusaka, S., & Hamdi, E. (2022). Marketing, operational, and human capital planning: repair service business in indonesia, "fix and clean". International Journal of Research Publication and Reviews, 4419-4429. https://doi.org/10.55248/gengpi.2022.3.6.50
Yunis, M., El-Kassar, A., & Tarhini, A. (2017). Impact of ict-based innovations on organizational performance. Journal of Enterprise Information Management, 30(1), 122-141. https://doi.org/10.1108/jeim-01-2016-0040
Published
2025-05-05
How to Cite
Feby Aulia Safrin, & Harahap, K. (2025). Analysis of the Implementation of E-Marketing Strategies in Micro, Small, and Medium Enterprises (MSMEs) in Medan City. International Journal of Business and Quality Research, 3(02), 126-137. https://doi.org/10.63922/ijbqr.v3i02.1740
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